LONDON: Beer brands such as Grolsch, Stella Artois and Budweiser are increasingly turning away from television in the UK, as they seek to reflect the changing media habits of their core target audience of male consumers.

Grolsch, which is handled by the Molson Coors Brewing Company in Britain, has recently developed a new advertising platform based around the tagline "Taste. Amplified."

However, while the premium Dutch lager will use various different channels, ranging from online to print and outdoor, as part of its latest campaign, TV does not currently feature in its strategy.

Simon Davies, marketing director of Molson Coors, said the company has greatly increased its out-of-home activity in the recent past, and added that TV is losing favour among 18–34 year old men.

"What you are finding with young adult males is that TV is becoming a less effective medium for reaching them. They are probably the group that's most hit by the fragmentation of media," he argued.

Earlier this year, the 5% variant of Stella Artois, owned by Anheuser-Busch InBev, was also the subject of a new communications campaign, based on the theme "Good times are out there".

While the brand's 4% version has been backed by TV spots, the stronger product was marketed using digital, outdoor and print.

Similarly, Budweiser, also part of the AB-InBev portfolio, utilised 2,000 out-of-home sites, as well as newspapers and magazines, in its first campaign since the merger of the two brewing giants.

Andreas Hilger, marketing director of InBev UK, said the "campaign was designed to really dominate illuminated large-scale outdoor sites, this combined with the more innovative digital out-of-home media and targeted press within city centres made sure Budweiser was top of mind for the target consumer."

Data sourced from Brand Republic; additional content by WARC staff